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skills/budget-optimization/SKILL.md

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+---
+name: budget-optimization
+description: Use when reallocating spend across channels/ad sets or setting guardrails
+  to stay on plan.
+---
+
+# Budget Optimization & Pacing Skill
+
+## When to Use
+- Weekly/monthly budget reviews.
+- Mid-flight adjustments after performance shifts.
+- Preparing reforecast scenarios for finance.
+
+## Framework
+1. **Reference Plan** – planned vs actual spend, CPA/CPL, pipeline, ROAS.
+2. **Efficiency Bands** – thresholds for pulling back or scaling (e.g., ±20% vs target CPA).
+3. **Scenario Modeling** – reallocate budget to best-performing ad sets while respecting learning phase minimums.
+4. **Guardrails** – set daily caps, alerts, and auto rules for overspend or underdelivery.
+
+## Checklist
+- Align reporting windows with attribution (24h, 7d click, 28d view if available).
+- Confirm finance approvals before large shifts.
+- Document rationale for every reallocation.
+- Update forecast + capacity plans (e.g., SDR follow-up) when pipeline mix changes.
+
+## Templates
+- Budget tracker spreadsheet (plan vs actual vs forecast).
+- Scenario calculator (impact of shifting X% spend).
+- Alert configuration guide (platform and BI tools).
+
+## Tips
+- Reserve 5–10% of spend for rapid experiments.
+- Keep retargeting budgets proportional to audience size to avoid fatigue.
+- Sync with lifecycle team so automation throughput can handle new volume.
+
+---